Empirical research on the effect of naive dialecticism toward Japanese consumer behavior

2014 Fiscal Year Final Research Report

• Project/Area Number: 24653096
• Research Category: Grant-in-Aid for Challenging Exploratory Research
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Kyoto University
• Principal Investigator: SUZUKI Satoko 京都大学, 経営学研究科, 講師 (20621759)
• Co-Investigator(Kenkyū-buntansha): AKUTSU Satoshi 一橋大学, 大学院国際企業戦略研究科, 教授 (90313436)
• Project Period (FY): 2012-04-01 – 2015-03-31
• Keywords: 素朴弁証法 / ブランド / 相互協調的自己観 / 東洋文化 / ブランド拡張 / 非一貫性 / 弁証法的自己観 / ブランド・イメージ

Outline of Final Research Achievements

The purpose of this research was to investigate the prevalence of naive dialecticism among Japanese and its effect towards their consumer behavior. The results from this research (comprised of three projects) are followings: (1) developed the Japanese Dialectical Self Scale, (2) empirically confirmed the prevalence of naive dialecticism among Japanese, (3) proposed and confirmed a new theory regarding self and culture, particularly on the relationship between naive dialecticism and independent/interdependent self-construals, (4) explored inconsistencies in the global firm’s brand management in the Japanese market and possible effect of naive dialecticism, and (5) assessed the effect of naive dialecticism on consumers' evaluations toward low fit brand extensions. Implications for brand management are discussed.

Free Research Field

国際マーケティング、消費者行動